Monday, 4 June 2007

Diffusion of Innovations

Where are staff now, where do they need to be? Helpful when considering attitudes that need to be fostered.

1. Rogers' "Diffusion of Innovations" (1960, 1995). His Innovation Decision Process Theory proposes that there are five distinct stages to the process of diffusion. The stages are:

  1. Knowledge - when the person or group begins to learn and know about a new innovation
  2. Persuasion - the person begins to form attitudes through interactions with others
  3. Decision - there is a drive to seek additional information and a decision is made
  4. Implementation - as regular use is attempted more information is sought
  5. Confirmation - Continued use is justified or rejected based on the evidence of benefits or drawbacks

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